The importance of creative strategy in online advertising

THE IMPORTANCE OF CREATIVE STRATEGY IN ONLINE ADVERTISING Toni Dosen v

45 MINUTES 93 SLIDES 12 DIAGRAMS 38 IMAGES 06 CASE STUDIES 02 LANGUAGES 29 SECONDS/SLIDE

01 INTRO 02 TRENDS 03 PROCESS 04 EXAMPLES 05 KEY WORDS

Bio 1990 1996 2010 KONTURA WORK FOR: CLIENTS: IDOLS & FRIENDS RED CADDY MOTOROLA OPTIWAVE DELOITE 613 CREATIVE GOVERNMENT OF CAN. DELOITE NORTEL HINTONGROUP ALCATEL-LUCENT

TRADITIONAL MEDIA NEW MEDIA 1996 2010

ONLINE CREATIVE STRATEGY: TRENDS 01) MOBILE vs COMPUTER 02) TELEVISION vs. THE INTERNET 03) ONLINE SPENDING vs. PRINT SPENDING 04) MOBILE ADVERTISING REVENUE 05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS

TRENDS: 1) MOBILE vs COMPUTER

TRENDS: 3G 01) MOBILE vs COMPUTER 90% POPULATION COVERAGE 22 MILLION CELL PHONE SUBSCRIBERS 30 MILLION WITHIN 5 YEARS 75% HOUSEHOLDS HAVE A MOBILE

TRENDS: 02) TELEVISION vs. THE INTERNET 18 Hours Per Week 17 Hours Per Week 2010 Ipsos Reid

TRENDS: 03) ONLINE SPENDING Vs. PRINT SPENDING $119.6 Billion for 111.5 Billion on newspaper online and digital efforts and magazine campaigns. 2010 Source Outsell

TRENDS: 04) US MOBILE ADVERTISING REVENUE 2008 2009 2010 2011 2012 $244 mil. $597 mil. $1290 mil. $1290 mil. $3773 mil.

TRENDS: 04) US MOBILE ADVERTISING REVENUE (Millions) $21 DISPLAY ADVERTISING $567 DISPLAY ADVERTISING $39 SEARCH $2,300 SEARCH $100 SMS $270 SMS 2008 2013

TRENDS: 05) SERVICE PROVIDERS vs APPLICATION DEVELOPERS TRAFFIC REVENUE MAINLY VOICE MULTIMEDIA / MULTI SERVICES

TRENDS: 05) SERVICE PROVIDERS vs APPLICATION DEVELOPER Video and content-rich services are booming… Affordable broadband, proliferation of smart devices, Multiplicity of multimedia/video applications …but users expect more… Simple, personalized access and interaction, across any device, any network, anytime, anywhere …and access to 3rd party apps and content Paid for by advertisers, free to end-users, but service providers extract limited value

ONLINE CREATIVE STRATEGY: PROCESS

BRAND B A AUDIENCE

Brand Platform

Online Advertising

Powerful brands are able to maintain that fine balance between the rational factors that provide a logical basis for purchasing and an emotional “gut feel” that builds loyalty between the company and its customers. The magic lies in the ability to simplify and distil these brand attributes into easily understood and consistent images, stories and actions.

THINK FEEL EXPRESS Rational Factors Emotional Factors Powerful Communications

} • Simplify Business Goals • Evaluate Brand Performance • Identify Market Trends and Needs • Segment and Profile Target Audiences • Document Success Metric THINK Rational Factors

} The Emotional Drivers • Identify Underlying Emotional Triggers • Explore Psychographic Profiles • Review or Initiate Qualitative Studies • Analyze Website Behavior FEEL • Map Persona Needs Emotional Factors

} • Integrated communications planning • Corporate / product identity programs • Website planning, design and development • Demand generation / Search Engine Marketing EXPRESS • Traditional and interactive media creative Powerful Communications

ONLINE CREATIVE STRATEGY:

ONLINE CREATIVE STRATEGY: 01: 02: 03: STRATEGIC CREATIVE PRODUCTION PLANNING PHASE DEVELOPEMENT

ONLINE CREATIVE STRATEGY: 01: STRATEGIC PLANNING PHASE Understanding our clients advertising objectives • maximize click-through rates • increase branding • maximize ROI User Persona and Scenario Developement: • understanding our clients customer (audience) - target audience Competitive Research Inventory of Usability Isuues Content Strategy Project Roadmap

ONLINE CREATIVE STRATEGY: 02: CREATIVE DEVELOPEMENT Identifing key messages from the Strategic Planning Phase Brainstorming and conceptualizing Card Sorting Exercise Conceptual design Storyboarding

ONLINE CREATIVE STRATEGY: 03: PRODUCTION Prototypes User Tests Interaction Design UI Behaviour Specification Quality Assurance Tracking Analysis

ONLINE CREATIVE STRATEGY: Creative (Visual Design) DEVELOPERS

CASE STUDY: 01/06 Knight Enterprises Knight Enterprises is a proven performer, and one of Canada's most successful independant media production companies. Knight Enterprises creates recognizable brands & hosts, exploits emerging online-markets, & aggressively exploits all ancillary brand revenue streams.

Knight Enterprises 7 Shows 91 Countries 450 Half-hour Episodes

CASE STUDY: Knight Enterprises 1) E-mail Online Campaign 2) Online Banner Advertising 3) Google Ad Words Campaign

CASE STUDY: Knight Enterprises Extensive Catalog Put me in control Quality Titles What I need Good track Record I’m going to be rich We’re having fun

FILL THE HOLES IN YOUR LIFESTYLE PROGRAMMING SCHEDULE

PROVEN PERFORMER

CASE STUDY: 02/06 Optiwave International Optiwave is the leading provider of innovative design tools for photonics. Optiwave is headquartered in Ottawa, Canada with an established distribution network throughout the Americas, Europe, and Asia.

Optiwave 6 Software Products 58 Countries 800 Leading universities and government research labs worldwide.

BEST TOOLS

THINK FEEL Optical Dynamic Learning Part of the team Leading At the forefront Global No bad surprises

CASE STUDY: 03/06 Espial Espial Group Inc. is a leading provider of on-demand software to telco, cable and hospitality operators as well as to consumer electronics manufacturers. Espial products are key enablers in the on-demand world. They enable a wide range of on-demand services including Live TV, Video-On-Demand, Personal Video Recorder, Electronic Program Guide, Interactive Browsing, Web TV, Timeshift TV and many others. Selected Clients: Audi, BMW and Porsche, Sony, Philips, Hitachi, Toshiba, Sharp, Samsung.

Espial 40 Service Providers across Asia, Europe and North America. 2 Million Hotel Rooms 9 Products

CASE STUDY: Espial THINK FEEL IPTV Modern, sophisticated Middleware Confident Save money Open Win new business Trust

GUEST ENTERTAINMENT: ON-DEMAND

CASE STUDY: 04/06 Vitamin G Studios Vitamin G is an outlet for Artech Studios to experiment with different ideas, follow and explore ways to improve process and flex our creativity. Publishers need great, wild, and crazy ideas, but unfortunately these ideas often come with all the risk of inexperience.

Artech Studio 28 Years Of Experience. 150 Games Across All Platforms, 10 Million Selling Titles

CASE STUDY: 05/06 Roam4Less Roam4Less is a division of eMobile Inc. Headquartered in Toronto, eMobile’s mission is to further its contribution in the global telecommunications sector by developing and marketing unique communication technologies.

Roam4Less 1 Product 200 Countries 90% Savings

THINK FEEL Save money Guilt-free talking Global long distance Stick it to the man Keep in touch I’m smart Track expenses I’m first

CASE STUDY: 06/06 Kosovo Compromise The intent of this portal is to restore a constructive debate on the many alternative solutions for Kosovo's future, while staying firmly within the preset framework of the talks and of international law. Whether you scan through our news, scrutinize our charts or exploit our analyses database, you will finally begin to grasp the full complexity and resonance of the Kosovo status issue, as well as the historical importance of a compromise solution.

KEY WORDS:

GLOCAL

CREATEGY

DATA VISUALIZATION

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The importance of creative strategy in online advertising

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The importance of creative strategy in online advertising — Presentation Transcript